The visual-digital identity of corporate brands: a study of neuromarketing in young people from Spain and Portugal

The rise of social networks and brand communication in digital media has led to an update of the corporate visual identity of major brands, including those in traditional sectors in which corporate culture is generally deep-rooted and more reluctant to change. The two-dimensional logos that simulate...

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Detalles Bibliográficos
Autores: Santos-Silva, Dora, Liberal-Ormaechea, Sheila, Mañas Viniegra, Luis
Tipo de recurso: artículo
Fecha de publicación:2021
País:España
Institución:Universidad Complutense de Madrid (UCM)
Repositorio:Docta Complutense
Idioma:inglés
OAI Identifier:oai:docta.ucm.es:20.500.14352/109451
Acceso en línea:https://hdl.handle.net/20.500.14352/109451
Access Level:acceso abierto
Palabra clave:658.8.013
Identidad visual corporativa
Marca
Neuromarketing
Flat design
Comunicación digital
Corporate visual identity
Brand
Digital communication
Publicidad
Ciencias de la Información
Marketing
6114.01 Publicidad
5311.05 Marketing (Comercialización)
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oai_identifier_str oai:docta.ucm.es:20.500.14352/109451
network_acronym_str ES
network_name_str España
repository_id_str
spelling The visual-digital identity of corporate brands: a study of neuromarketing in young people from Spain and PortugalLa identidad visual digital de la marca corporativa: una investigación con neuromarketing en jóvenes de España y PortugalSantos-Silva, DoraLiberal-Ormaechea, SheilaMañas Viniegra, Luis658.8.013Identidad visual corporativaMarcaNeuromarketingFlat designComunicación digitalCorporate visual identityBrandDigital communicationPublicidadCiencias de la InformaciónMarketing6114.01 Publicidad5311.05 Marketing (Comercialización)The rise of social networks and brand communication in digital media has led to an update of the corporate visual identity of major brands, including those in traditional sectors in which corporate culture is generally deep-rooted and more reluctant to change. The two-dimensional logos that simulate a volume and depth characteristic of those of three dimensions have been simplified and are now flat for better inclusion in various digital supports so as to improve their legibility and more accurately reflect the current values of the brand’s objective. The objective of this research is to determine the cognitive processing of young university students of traditional brand logos in relation to the current ones that are simple, flat, and two-dimensional. The neuromarketing techniques used are eye-tracking to measure attention, and galvanic skin response (GSR) to measure the emotion shown by the public. The main conclusion is that young people place more attention and emotion on flat logos with simple lines, which are more integrated into digital media.Universitat Ramón LlulUniversidad Complutense de Madrid20212021-02-0520212021-02-05journal articlehttp://purl.org/coar/resource_type/c_6501VoRhttp://purl.org/coar/version/c_970fb48d4fbd8a85info:eu-repo/semantics/articleapplication/pdfhttps://hdl.handle.net/20.500.14352/109451reponame:Docta Complutenseinstname:Universidad Complutense de Madrid (UCM)Inglésengopen accesshttp://purl.org/coar/access_right/c_abf2Attribution-NonCommercial-ShareAlike 4.0 Internationalhttp://creativecommons.org/licenses/by-nc-sa/4.0/info:eu-repo/semantics/openAccessoai:docta.ucm.es:20.500.14352/1094512026-06-02T12:44:21Z
dc.title.none.fl_str_mv The visual-digital identity of corporate brands: a study of neuromarketing in young people from Spain and Portugal
La identidad visual digital de la marca corporativa: una investigación con neuromarketing en jóvenes de España y Portugal
title The visual-digital identity of corporate brands: a study of neuromarketing in young people from Spain and Portugal
spellingShingle The visual-digital identity of corporate brands: a study of neuromarketing in young people from Spain and Portugal
Santos-Silva, Dora
658.8.013
Identidad visual corporativa
Marca
Neuromarketing
Flat design
Comunicación digital
Corporate visual identity
Brand
Digital communication
Publicidad
Ciencias de la Información
Marketing
6114.01 Publicidad
5311.05 Marketing (Comercialización)
title_short The visual-digital identity of corporate brands: a study of neuromarketing in young people from Spain and Portugal
title_full The visual-digital identity of corporate brands: a study of neuromarketing in young people from Spain and Portugal
title_fullStr The visual-digital identity of corporate brands: a study of neuromarketing in young people from Spain and Portugal
title_full_unstemmed The visual-digital identity of corporate brands: a study of neuromarketing in young people from Spain and Portugal
title_sort The visual-digital identity of corporate brands: a study of neuromarketing in young people from Spain and Portugal
dc.creator.none.fl_str_mv Santos-Silva, Dora
Liberal-Ormaechea, Sheila
Mañas Viniegra, Luis
author Santos-Silva, Dora
author_facet Santos-Silva, Dora
Liberal-Ormaechea, Sheila
Mañas Viniegra, Luis
author_role author
author2 Liberal-Ormaechea, Sheila
Mañas Viniegra, Luis
author2_role author
author
dc.contributor.none.fl_str_mv Universidad Complutense de Madrid
dc.subject.none.fl_str_mv 658.8.013
Identidad visual corporativa
Marca
Neuromarketing
Flat design
Comunicación digital
Corporate visual identity
Brand
Digital communication
Publicidad
Ciencias de la Información
Marketing
6114.01 Publicidad
5311.05 Marketing (Comercialización)
topic 658.8.013
Identidad visual corporativa
Marca
Neuromarketing
Flat design
Comunicación digital
Corporate visual identity
Brand
Digital communication
Publicidad
Ciencias de la Información
Marketing
6114.01 Publicidad
5311.05 Marketing (Comercialización)
description The rise of social networks and brand communication in digital media has led to an update of the corporate visual identity of major brands, including those in traditional sectors in which corporate culture is generally deep-rooted and more reluctant to change. The two-dimensional logos that simulate a volume and depth characteristic of those of three dimensions have been simplified and are now flat for better inclusion in various digital supports so as to improve their legibility and more accurately reflect the current values of the brand’s objective. The objective of this research is to determine the cognitive processing of young university students of traditional brand logos in relation to the current ones that are simple, flat, and two-dimensional. The neuromarketing techniques used are eye-tracking to measure attention, and galvanic skin response (GSR) to measure the emotion shown by the public. The main conclusion is that young people place more attention and emotion on flat logos with simple lines, which are more integrated into digital media.
publishDate 2021
dc.date.none.fl_str_mv 2021
2021-02-05
2021
2021-02-05
dc.type.none.fl_str_mv journal article
http://purl.org/coar/resource_type/c_6501
VoR
http://purl.org/coar/version/c_970fb48d4fbd8a85
dc.type.openaire.fl_str_mv info:eu-repo/semantics/article
format article
dc.identifier.none.fl_str_mv https://hdl.handle.net/20.500.14352/109451
url https://hdl.handle.net/20.500.14352/109451
dc.language.none.fl_str_mv Inglés
eng
language_invalid_str_mv Inglés
language eng
dc.rights.none.fl_str_mv open access
http://purl.org/coar/access_right/c_abf2
Attribution-NonCommercial-ShareAlike 4.0 International
http://creativecommons.org/licenses/by-nc-sa/4.0/
dc.rights.openaire.fl_str_mv info:eu-repo/semantics/openAccess
rights_invalid_str_mv open access
http://purl.org/coar/access_right/c_abf2
Attribution-NonCommercial-ShareAlike 4.0 International
http://creativecommons.org/licenses/by-nc-sa/4.0/
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv Universitat Ramón Llul
publisher.none.fl_str_mv Universitat Ramón Llul
dc.source.none.fl_str_mv reponame:Docta Complutense
instname:Universidad Complutense de Madrid (UCM)
instname_str Universidad Complutense de Madrid (UCM)
reponame_str Docta Complutense
collection Docta Complutense
repository.name.fl_str_mv
repository.mail.fl_str_mv
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score 15,198674

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